Wipes in the Netherlands

PRE-COVID-19 PERFORMANCE

Eco brands maintain the popularity of household care wipes

Despite decreasing volume sales of home care wipes and floor cleaning systems, which are mature in the Netherlands, such cleaning wipes remained popular in 2019 due to their convenience and simple, disposable nature. Packaging innovations such as dispensers and measured amount sachets have proved popular with European consumers, in particular.

Consumers demand wipes that are sustainable and have antibacterial qualities

Changes to the packaging and materials of wipes in 2019 continued to be largely determined by demographic shifts and consumer trends such as the demand for convenience and sustainability. Innovation in 2019 remained driven by concerns over plastic packaging waste, which harboured both opportunities and challenges for fibre-based consumer packaging.

Personal wipes sees positive growth through new product launches

Personal wipes saw steady positive growth in 2019, continuing to benefit from beauty and convenience trends in the Netherlands. New product development within personal wipes remained high, with manufacturers continuing to try to counterbalance the decline in home care wipes and floor cleaning systems.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

In 2020, sales of all purpose cleaning wipes are expected to witness the strongest growth. The advent of COVID-19 is the single most important reason for this, as sales were previously in decline due to environmental concerns surrounding these disposable products.

Recovery and opportunities

While demand for some types of wipes will be shown to benefit in 2020 from the COVID-19 pandemic, such as all purpose wipes, baby wipes and general purpose wipes, most areas are not likely to experience any significant long-term impact. Sales will benefit overall from Dutch consumers’ greater focus on hygiene and preventing health problems.

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